MASTER CROSS-DEVICE ADVERTISING IN ABOUT 10 MINUTES CONVERSANT INSIGHTS ESPECIALLY FOR MEDIA PROFESSIONALS

Cross-device advertising is the digital marketing trendof the year. Use this research-packed guide to master cross-device and get the best results for your brand.

WHY THIS REPORT IS IMPORTANT

Marketers need to master cross-device advertising in order to effectively reach and engage today’s consumer. It’s critical to incorporate multi-device consumer behavior into the strategies used to take brands to market. Conversant, Inc. commissioned this study in 2013 to give you the facts, separate the truth from the hype, and provide a concrete checklist of what to look for as you evaluate potential cross-device media partners.

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FIRST THINGS FIRST:WHAT DOES “CROSS-DEVICE ADVERTISING” REALLY MEAN?An integrated advertising program to reach the same user across multiple digital devices like smartphones, tablets and laptop computers.

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Table of Contents

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WHY CROSS-DEVICE SHOULD MATTER TO YOU

MARKETERS SEE THE IMPORTANCE OF CROSS-DEVICE

CROSS-DEVICE DRIVES SUPERIOR MARKETING RESULTS

WHAT MARKETERS ARE SAYING ABOUT CROSS-DEVICE

WHAT THEY WANT: MARKETERS’ WISH LIST

FIVE QUESTIONS TO ASK FUTURE CROSS-DEVICE PARTNERS

CROSS-DEVICE PARTNER EVALUATION CHECKLIST

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WHY CROSS-DEVICE MATTERS

53+4753%

of digital media time now on mobile devices.

CONSUMERS ARE USING MORE DEVICES TO ACCESS THE WEB

THEY’RE ALSO SPENDING A LOT MORE TIME BROWSING VIA SMARTPHONES AND TABLETS

NET: Your marketing efforts should reflect today’s cross-device consumer behavior.

3+ 12+

Americans usean average of

3+ devices

Their behavior is tracked on an average

of 12 + cookies

Source: SophosLabs (2013). Mobile Device Survey. Source: comScore (February 2014). Mobile Future in Focus.5

10%

8%

6 %

4%

2 %

4 AM 12 PM 8 PM8 AM12 AM 4 PM

0 %

Tablet

Computer

WHY CROSS-DEVICE MATTERS“Primetime” varies by device

Smartphone

NET: Cross-device insights and data help you reach the right consumer, on the right device, at the right time.

Source: comScore (February 2013). Mobile Future in Focus.6

Source: Advertiser Perceptions, Conversant, Inc. (2013). Mobile & Cross-Device Study.

MARKETERS SEE THE IMPORTANCE OF CROSS-DEVICE

CROSS-DEVICE DRIVES SUPERIOR MARKETING RESULTS

76+24

75+25

77+23 89+1176%

Three quarters want cross-device data for Mobile targetingmessages/offers

75%

Of media buyers have seen increased effectiveness with cross-device campaigns

As a result, cross-device now represents almost 1/3 of digital

media spending

77%

Almost 8 out of 10 say cross-device targeting is important

89%

A majority believe it’s critical to target the SAME user across DIFFERENT devices

NET: Cross-device starts with the consumer. The consumer must be at the center of your planning, not platform or device silos.

NET: Money follows performance. Investing more in cross-device can drive greater marketing effectiveness.

19%

24%30%

2009-2011 2012 2013

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52% 830=

50% 730=

50% 530=

43% 490=

38% 270=

38% 250=

WHAT MARKETERS ARE SAYING ABOUT CROSS-DEVICE

BENEFITS

Marketers see great benefits to using one partner when advertising across devices

OPTIMIZE PERFORMANCE OF THE ENTIRE MEDIA BUDGET

EXPAND REACH OF CAMPAIGNS

MORE COST-EFFICIENT

RETARGET THE SAMEUSER ACROSS DEVICES

EXTEND SUCCESSFUL DISPLAY AUDIENCE SEGMENTS INTO MOBILE

STREAMLINE THE MEDIABUYING PROCESS

Percent of marketers who value these benefits of cross-device advertising:

Source: Advertiser Perceptions, Conversant, Inc. (2013). Mobile & Cross-Device Study.

NET: Think holistically. Choose a single partner to help optimize your budget, expand your reach, and drive overall campaign efficiency.

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52% 830=

50% 730=

50% 530=

43% 490=

38% 270=

38% 250=

WHAT MARKETERS ARE SAYING ABOUT CROSS-DEVICE

TRACKING AND REPORTING COMPLEXITIES

METHODOLOGIES FOR CONNECTINGDEVICES LACK CREDIBILITY

MOBILE, ONLINE AND TABLET ARE MANAGED AS SEPARATE BUDGETS

LACK OF A SINGLE POINT OF CONTACT

DIFFICULT TO HIT MY SPECIFIC TARGET AUDIENCE THROUGH CROSS-DEVICE ADVERTISING

TOO MANY PRIVACY ISSUES INVOLVED

Percent of marketers who identify these barriers for greater utilization of cross-device advertising:

Source: Advertiser Perceptions, Conversant, Inc. (2013). Mobile & Cross-Device Study.

NET: Look for a partner that provides accurate matching methodology and comprehensive performance tracking.

OBSTACLES

Marketers also perceive significant executional hurdles that cross-device partners must help them overcome

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FEATURES AND CAPABILITIES

Leading marketers look for these top features and capabilities in a cross-device solution

84+16+R 84+16+R 83+17+R82+18+R 78+22+R 78+22+R77+23+R 73+27+R 73+27+R

CROSS-DEVICE ANALYTICS AND INSIGHTS TO MEASURE CAMPAIGN EFFECTIVENESS

ACCURACY OF METHODOLOGY USED TO TARGET AN AUDIENCE ACROSS DEVICES

ABILITY TO OPTIMIZE EFFECTIVELY ACROSS DEVICES

ACCESS TO A WIDE RANGE OF ENGAGING CREATIVE FORMATS FOR EACH SCREEN

REACHING THE SAME HOUSEHOLD ACROSS MULTIPLE DEVICES

FIELDING SEQUENTIAL ADVERTISING CAMPAIGNS

REACHING THE SAME USER ACROSS MULTIPLE DEVICES

PROTECTS AUDIENCE PRIVACY/ DOES NOT VIOLATE AUDIENCE PRIVACY

EASY MEDIA PLANNING USING A SINGLE PARTNER

WHAT THEY WANT: MARKETER’S WISH LIST

NET: Move quickly, but also recognize the need for a smart and strategic approach when picking your cross-device partner.

84%

82%

77%

84%

78%

73%

83%

78%

73%

Source: Advertiser Perceptions, Conversant, Inc. (2013). Mobile & Cross-Device Study.10

82+18+R 82+18+R 81+19+R80+20+R 80+20+R 77+23+R76+24+R 75+25+R 73+27+R

REACH ACROSS ALL SCREENS

RETURN ON ADVERTISING INVESTMENT

IMPACT ON BRAND LIFT IN COMBINATION ACROSS MULTIPLE DEVICES

PATH TO CONVERSION

IMPACT ON OFFLINE RESPONSE AND/OR RETAIL TRAFFIC

GRP’S ACROSSALL SCREENS

IMPACT ON SALES IN COMBINATION ACROSS MULTIPLE DEVICES

PERFORMANCE BY DEVICE

PERFORMANCE IN COMBINATION ACROSS MULTIPLE SCREENS

WHAT THEY WANT: MARKETER’S WISH LIST

NET: Look for a cross-device partner that reports and delivers on the key performance measures you care about most.

82%

80%

76%

82%

80%

75%

81%

77%

73%

Source: Advertiser Perceptions, Conversant, Inc. (2013). Mobile & Cross-Device Study.

MEASUREMENT

Today’s ROI-focused marketers seek a broad set of measurements for cross-device campaigns

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1 Does your solution provide comprehensive and insightful behavioral targeting data? Cross-device campaigns are most

effective when you can understand and see the richest possible audience data. Choose a vendor that offers a complete data set that’s actionable across devices. Conversant’s single DMP provides exclusive action-oriented display and mobile data for precise targeting.

2 What is your user-to-device matching methodology, and is it accurate? Matching consumers to devices is complex.

Your partner needs a sophisticated matching algorithm. Conversant offers a proprietary methodology that matches individual consumer profiles to devices with over 80% accuracy.

3 What ad creative options does your solution offer? Look for a vendor with a variety of engaging ad formats to support

your campaign objectives. Conversant’s in-house creative team offers captivating product carousels, interactive video, social engagements and more.

4 Can I get brand-specific insights from you as part of our engagement strategy? Basic reporting isn’t enough.

Your vendor should have cross-device experts that will provide genuine insights on the behaviors of your brand audience. Conversant provides both a comprehensive measurement and insights suite to ensure the richest possible learnings.

5 Has your solution been proven effective in real world campaigns? The value of cross-device is too important to

place in the hands of an unproven vendor. Look for an experienced partner with real cross-device campaign results. Conversant has delivered proven cross-device campaigns with outstanding results.

FIVE QUESTIONS TO ASK WHEN EVALUATING CROSS-DEVICE PARTNERS

NET: Take the first step in finding the best cross-device partner by asking these five questions.

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ABOUT THIS REPORT

METHODOLOGYThe Mobile & Cross-Device Study was conducted online between March 11th and 25th, 2013. Respondents were offered a cash incentive by Advertiser Perceptions on behalf of Conversant in exchange for completing the survey. 201 U.S. survey respondents who are involved in mobile/tablet and online (desktop/laptop) media placement decisions completed this survey. Respondents represent brands that have spent at least $1 million on digital advertising and $500,000 on mobile advertising in the past 12 months.

Advertiser Perceptions is the world leader in providing the media industry with research-based advertiser insight and guidance necessary for strengthening brands and increasing advertising sales, market share and competitive advantage. Advertiser Perceptions specializes in determining, analyzing and communicating what advertisers think — their plans, opinions and motivations.

Advertiser Perceptions proprietary database of media decision makers is one of the largest in the world. The advertiser survey and questionnaire development process employed ensures optimal response. Singular focus and media industry expertise enables Advertiser Perceptions to effectively analyze and accurately interpret the research that is conducted on behalf of clients who represent many of the largest international media.

ABOUT CONVERSANT, INC.Conversant, Inc. (Nasdaq: CNVR) is the leader in personalized digital marketing. Conversant helps the world’s biggest companies grow by creating personalized experiences that deliver higher returns for brands and greater satisfaction for people. We offer a fully integrated personalization platform, personalized media programs and the world’s largest affiliate marketing network - all fueled by a deep understanding of what motivates people to engage, connect and buy.

For more information, please visit: www.conversantmedia.com.

Copyright 2014 Conversant, Inc. All Rights Reserved.13

PARTNER EVALUATION CHECKLIST

Keep this checklist nearbyA true cross-device marketing solution should include all five elements listed below:

Does the vendor have a data management platform (DMP) with proprietary action-oriented display and mobile data?

Do they have an accurate user-to-device matching methodology to reach the same individual across devices?

Does the vendor offer the agency the option of in-house creative with engaging ad formats for all devices?

Will the vendor present a full suite of reporting with audience insights and campaign measurements?

Has the vendor demonstrated robust cross-device results?

CONTACT

For more information on our cross-device solutions, contact your Conversant representative today at:cross-device@conversantmedia.com

To learn more about this cross-device study, visit our website: www.conversantmedia.com

Copyright 2014 Conversant, Inc. All Rights Reserved.14